COMMENT

The UK’S advertising regulator has ruled in favour of animal rights campaign group Go Vegan World, finding an advert claiming milk production is inherently inhumane is not misleading.

The Advertising Standards Authority (ASA) received seven complaints after the advert, which shows a cow behind barbed wire and the slogan “Humane milk is a myth. Don’t buy it”, appeared in the national press in February this year.

Smaller text stated: “I went vegan the day I visited a dairy. Themothers,stillbloodyfrom birth, searched and called frantically for their babies.

“Their daughters, fresh from their mothers’ wombs but separated from them, trembled and cried piteously, drinking milk from rubber teats on the wall instead of their mothers’ nurturing bodies. All because humans take their milk.”

“We therefore concluded that the ad was unlikely to materially mislead readers”

ASA